// UX/UI analysis for the Tartu Creative Industries Centre Design Shop
1️⃣ Initial Research & Prototyping:
- Conducted UX research and prototyped an e-commerce website for Hopp Disain, a design store in Tartu, Estonia.
- The research phase was done in collaboration with Tartu Loomemajanduskeskus to support a new website development project.
- An external development agency was responsible for coding, while we focused on UX/UI design, structure, and usability testing.
2️⃣ Hopp Disain Website Redesign & Social Media Management:
- In early 2024, due to development setbacks, Tartu Loomemajanduskeskus contracted us to fully build the new e-commerce site and manage social media content.
- The project became a paid collaboration, with a formal contract between Kolm Punkti OÜ and Tartu Loomemajanduskeskus SA.
Research
✅ UX Research & Prototyping (2023 Phase)
- Conducted competitor research to understand best practices.
- Developed interactive wireframes & high-fidelity prototypes.
- Ran usability tests to refine website navigation and user experience.
- Collaborated on card sorting tests to optimize product categorization & filters.
✅ Website Design & Development (2024 Phase)
- Developed the new site from scratch after previous development attempts failed.
- Researched Voog platform limitations and found workarounds.
- Collaborated on website structure, wireframes, and content placement.
- Managed project documentation & client communications.
✅ Social Media & Marketing
- Defined Hopp Disain’s social media branding.
- Created post templates & content calendars in Figma & Google Drive.
- Planned video & photo content for promotional campaigns.
- Established a posting schedule & marketing strategy.
🌟 Project Management & Coordination
- Acted as lead project manager, ensuring smooth workflow & deadline tracking.
- Communicated with Voog’s support team to understand technical limitations.
- Scheduled and led client meetings to ensure alignment on expectations.
📊 Website UX Research & Redesign
- Led UX research & usability testing for website structure & product categorization.
- Designed the first and final versions of the sitemap based on interviews & user tests.
- Conducted wireframing & prototyping in Figma & Whimsical.
- Managed technical audits (e.g., accessibility & performance testing).
📊 Client Training & Documentation
- Created documentation for Voog’s platform to help the client manage content.
- Trained the Hopp Disain team on how to update and maintain their website.
- A/B Testing – 4 participants tested two banner versions to measure visibility and engagement.
- User Interviews – Conducted 9 one-on-one interviews with potential customers to understand needs and frustrations.
- Hallway Testing – 6 users completed predefined tasks on the website to identify usability challenges.
- Card Sorting – 7 participants helped refine product categorization for better navigation.
- Online Survey – Sent to 100+ respondents via connect.ee, yielding 67 completed responses, which provided statistical validation for key findings.
🔹 Project Restart & Development Issues →
💡 Solution: Rebuilt the website from scratch instead of trying to fix old development mistakes.
🔹 Voog Platform Limitations →
💡 Solution: Worked with Voog’s customer support & explored all features to maximize customization.
🔹 Client Communication & Expectations →
💡 Solution: Educated the client about UX/UI best practices and presented clear visual explanations to ensure alignment.
🔹 Time Management & Scope Changes →
💡 Solution: Adjusted deadlines & restructured work phases to prevent project delays.
✅ UX Research is Essential → Our 2023 research was still useful in 2024, but some aspects could have been improved. Next time, we would refine interview methods for more targeted insights.
✅ Client Education is Key → Many clients don’t fully understand UX/UI processes. Moving forward, we should create simplified client guides to streamline discussions.
✅ Choosing the Right Platform Matters → Voog was not the ideal e-commerce platform, but we adapted. In future projects, we should evaluate CMS options before committing.
✅ Project Documentation is Crucial → Since we inherited a poorly documented project, we ensured that all our steps were well-documented for future reference.
Final Takeaways
🔹 Transformed an abandoned project into a functional e-commerce platform.
🔹 Gained practical experience in UX research, prototyping, & website development.
🔹 Expanded our skillset into social media strategy & content creation.
🔹 Improved project coordination & client relationship management.
Research Process
- Heuristic Review – Evaluated usability flaws.
- Competitor Benchmarking – Compared best practices.
- User Journey Mapping – Identified friction points.
- Accessibility Audit – Checked WCAG compliance.
Findings
- 74% of surveyed users found product filtering confusing.
- 55% of testers had difficulty navigating product categories.
- 4 out of 6 hallway test participants struggled with the checkout process.
- 60% of interviewees mentioned that the mobile version felt cluttered.
Outcome & Impact
Based on these findings, I proposed:
✅ Simplified navigation & filtering to improve product discovery.
✅ Consistent typography & branding for a cleaner, more premium look.
✅ Streamlined checkout process to reduce drop-offs.
✅ Improved mobile responsiveness, ensuring smooth interaction on all devices.
These data-driven insights shaped the redesign process, ensuring a user-centered approach that aligns with both business goals and customer expectations.